IPG's 'Team Ignite' for Harley-Davidson coming soon to India

Early this month, American motorcycle manufacturer Harley-Davidson decided to consolidate its global creative, media and digital businesses with Interpublic Group. The agency further has created a unit called Team Ignite to handle the auto brand’s global and regional businesses.

According to people familiar with the development, MullenLowe Lintas will lead the Delhi-based Team Ignite in India. Announcements regarding this can be expected soon, informed a source close to the matter. IPG Mediabrands will also be a part of this newly created team in India. E-mails and text messages sent to MullenLowe Lintas Group's spokesperson did not elicit any response at the time of filing this report, while IPGMediabrands declined to comment on this development.

Harley-Davidson only invited holding companies for the pitch, as it is betting big on working in an integrated fashion. This marks a decisive shift from the crowdsourcing driven model that the bike manufacturer championed via its association with specialist agency Victor & Spoils.